By Dylan Williams
Building a £1.2m
Annual Revenue
Automated
Aparthotel
Serviced Accommodation/Short Term Letting
Case Study: Transforming Bayard Plaza into an Automated Aparthotel
Background:
Bayard Plaza in Peterborough, a 105-unit residential apartment block valued at £11 million, was operating as a traditional residential building with income from leased apartments and individual unit sales. Despite generating approximately £100,000 per month, the building had significant untapped potential. When I joined, I saw an opportunity to elevate this building into something much more profitable and efficient.
It was entirely my idea to transform these traditional residential units into serviced accommodations, effectively converting part of the building into an aparthotel. Although this concept had been considered before, it was only after I joined the team and presented a detailed strategic plan that the transformation was given the green light. I initially focused on 35 units for conversion, believing that this could substantially increase revenue while also streamlining operational efficiency.
The Challenge:
The existing model depended heavily on manual effort for check-ins, booking management, guest communications, and overall operations. My goal was to create a nearly hands-off solution that would transform these apartments into serviced accommodations, allowing the team to focus on impactful tasks rather than getting bogged down by repetitive processes.
There were several logistical hurdles to overcome. First, each apartment needed to be furnished appropriately for short-term guests. My bosses, known for being extremely cost-conscious, insisted on budget-friendly furnishings. As a result, I had to roll up my sleeves and personally assemble a significant amount of flat-pack furniture. It required meticulous attention to detail to ensure that each unit was comfortable, aesthetically pleasing, and ready for guests, all while sticking to a very tight budget.
Additionally, I personally took charge of photographing the newly furnished apartments. I approached this with a professional eye, knowing that high-quality images are key to driving bookings. Great lighting, staging, and angles made each apartment look its best, helping them stand out on platforms like Airbnb and Booking.com.
Creating the listings was another essential part of the project. I meticulously developed detailed, appealing descriptions for each unit and listed them on popular booking platforms, making sure that each listing highlighted the unique features of the serviced apartments while being optimized for maximum visibility in searches.
To bring everything together, I chose Smoobu as our property management system. This tool centralized all bookings, guest communications, and pre-check-in processes into a single, automated workflow. It kept all booking channels synchronized, minimized the risk of double bookings, and allowed us to operate efficiently. While Smoobu served us well, I also considered Uplisting, which I believe could have offered additional advanced features for even better results.
The Solution:
Automation Implementation: I integrated a robust property management system using combination locks with the building's traditional mail slots and a building entry code. This setup allowed guests to book online, receive all necessary codes, and check in without the need for manual key handovers.
Self-Service Check-in and Communication: Automated communication workflows in Smoobu were configured to send guests booking confirmations, entry instructions, and reminders. Chatbots and pre-configured messages handled most guest inquiries, escalating only complex issues to human staff. This dramatically reduced the need for manual interaction and made operations far more efficient.
Optimized Operations and Dynamic Pricing: Cleaning schedules were generated automatically, and real-time dashboards provided a complete view of availability, maintenance, and guest needs. I also utilized dynamic pricing tools within Smoobu to adjust rates based on demand, allowing us to charge more during high-demand periods, thereby maximizing revenue.
Building Relationships with Contractors: From the outset, I established relationships with contractors who regularly stayed in the area. Securing long-term bookings from contractors provided a stable income stream, reducing reliance on short-term bookings and helping to stabilize occupancy rates.
Outcome:
In just eight months, the 35 serviced apartments at Bayard Plaza were approaching the same monthly revenue as the rest of the 70 traditionally leased units—approximately £100,000. This demonstrated the immense revenue potential of the serviced accommodation model. Moreover, the new model was far more profitable due to minimized labor costs and streamlined operations.
By utilizing automation and effective management strategies, I reduced the workload for managing these 35 serviced apartments to just 3-4 hours per day. This included guest communications, check-ins, and operational tasks, allowing the team to dedicate more time to triaging complex issues and improving the guest experience. The streamlined workflow minimized our operational burden while delivering maximum impact.
The success of this transformation was clear not only from the revenue figures but also from the growing interest from other operators. Several other owners in the building approached me, seeking help to implement similar strategies for their units. This recognition highlighted that our automated model and management approach were both effective and in demand.
Key Results:
Increased Profitability: Revenue stability at £100,000/month with reduced operating costs due to automation, with just one-third of the apartments approaching the same income as the rest of the entire building.
Efficiency Gains: The team was able to spend more time on strategic improvements and guest experiences, as manual tasks like check-ins and communications were mostly automated, cutting the effective workload for 35 units down to just 3-4 hours per day.
Improved Guest Experience: Guests enjoyed a seamless check-in and check-out process, with minimal friction, contributing to higher satisfaction and repeat bookings.
Visually Appealing Elements:
Revenue Growth Chart: A simple line graph showing income stability before and after automation.
Automation Workflow Visual: Diagram illustrating how automation components (combination locks, automated comms, PMS) worked together.
Client Testimonial: Quote from a property manager or guest highlighting how seamless the experience became.
Before and After Comparison: Infographic showcasing manual processes vs. automated workflows, emphasizing efficiency gains.
Conclusion:
The transformation of Bayard Plaza was not just about increasing revenue—it was about redefining how a traditional residential building could operate in a modern, automated world. By implementing strategic automation, repurposing apartments as serviced accommodations, and building key relationships, we managed to create an aparthotel that was not only profitable but also highly efficient. The transition cut operational workload to just a few hours a day while maintaining high revenue levels.
The impact went beyond financial gains; we improved the guest experience and drew the attention of other operators seeking to replicate our success. This case study shows that by embracing technology and innovative thinking, it’s possible to achieve outstanding results—turning a once manually-intensive operation into a streamlined, profit-generating machine.